Reporting Category

Building Marketing Analytics Reports for Healthcare Clients

A doctor wouldn’t treat two different patients the same just because they were diagnosed with the same condition. As a doctor of marketing, shouldn’t your client campaigns be subject the same kind of nuance?
We’d argue yes.
Sure, there may be digital marketing guidelines and practices that are common across verticals, but that doesn’t mean there isn’t room to refine your reporting practices based on a client’s specific industry. When it comes to healthcare, there are distinct procedural and user behaviors that can be used to strengthen both reporting and your marketing campaigns.
According to a report from Econsultancy, healthcare and pharma industries will spend $1.93 billion on paid digital advertising in 2016. Many digital agencies have the opportunity to work with companies in this space, whether specializing in the healthcare niche or having select clients in the field.
Healthcare clients are likely to have highly organized marketing staff who care about detailed data. They’ll want to see detailed breakdowns of campaign performance in regular digital marketing reports and hear thought-out explanations to justify recommendations.
In this article, we’ll cover a few tips to help you build better analytics reports for healthcare clients.

 

Building Marketing Analytics Reports for Healthcare Clients

 

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How Megalytic Helps our Marketing Succeed at Mercator Media

“If you can’t measure it, you can’t improve it.”
So wrote Peter Drucker, an “Austrian-born American management consultant, who contributed to the practical foundations of the modern business corporation” [1]. The main reason why you should measure it is that it forces you to pay attention to your activity and identify what needs to be improved.
But before you get to that optimization point, you need to define what your KPIs are. They differ in every business, sector and organization.
If you partner with Megalytic to pursue digital marketing success for your business and your clients, you need to first define what success means to you. In my organization, Mercator Media, we look at different parameters to define success for our clients. We are a B2B media company building audiences and creating new markets online and then selling advertising spaces on our 14 websites to influence that audience. We are able to give our clients access to over 160,000 professionals in the marine industry globally.
These ad spaces take different forms; they can be one of the following:

  1. a sponsored article about a client’s new product or event published on our news websites;
  2. a directory entry about a client’s organization with details on their specialty, address, contact details and lots of other useful content;
  3. jobs published in our jobs section for all relevant positions within our industry;
  4. a sponsored post on our Social Media channels (Facebook and Twitter);
These advertising spaces are products that allow us to survive as an organization, so you can only imagine how important they are for us. But we could not keep reselling them to the same clients if we were not able to measure what the clients consider relevant. And this is thanks to Megalytic. Let’s look at an example of what I am talking about.

 

Megalytic Chart Showing Page Traffic

 

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Tips for Building Your Data Reporting Templates

When it comes to data-based reporting, templates aren’t just a good practice – they can be a lifesaver! Using repeatable formats with plenty of room for customization is the key to maximum efficiency. In agency life, with a thousand things to do every day, efficiency is everything.
A solid foundation is essential to making templates work. Taking the time to build a strong infrastructure that will serve you and your clients is worth the extra effort at the outset. We’re here to help make that even easier.
So, imagine today is the first day of a new quarter. You need to start cranking out digital marketing reports for all of your clients. But where do you start?
Whether you’re just getting started building reports or have been creating reports for years, we want to share some of our favorite tips on building report templates that highlight your agency’s awesome work. Like everything, the first step is to know your goals, so start by thinking about the data that you need to include in a report.

 

Conversion Rate by Channel

 

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Seven Tips for Effective Client Reporting Meetings

Some aspects of digital marketing may always be a little mysterious. It’s not like a billboard where you can see the finished product towering over a highway. It’s not like being engaged to design a brochure that, once complete, can be seen and held. In a digital marketing campaign, the time spent researching which keywords to bid on and shifting budgets based on past results isn’t tangible. Evidence of hours conducting outreach for links may only be visible as records of outgoing emails.
This makes the results your deliverable.
Beyond business growth, which is hopefully evident to your clients, results are delivered through reporting. That’s why we spend time meticulously preparing a perfect monthly report (on Megalytic of course) outlining successful metrics for a client’s digital marketing campaign.
Because this data is your deliverable, it is crucial to ensure your client actually understands the information in the report and the action items you’re accomplishing for them. In order to do that, regular communication is the key to keeping clients engaged with your work.
To keep the dialogue flowing, schedule regular meetings with your client to review results and plan future tactics. In this article, we’ll discuss seven tips for effective client reporting meetings.

 

 

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Benefits of a Standalone Digital Marketing Reporting Platform

From keyword research to bid management, countless platforms exist claiming to make life easier for digital marketers. Whether they offer a better bid management solution or an SEO research hub, sales reps bombard our inboxes with messages pitching yet another tool.
But how do you know what you need? In the midst of all the tools available for SEO, PPC, content marketing, conversion rate optimization and analytics, how do you choose the one that will be the most valuable for you? Trying to put together the right box of tools can be exhausting and expensive.
So that’s when we turn to the all-in-one digital marketing platform, offered in several variations by different vendors. This tool promises keyword research, rank tracking, AdWords campaign monitoring, competitive research, real-time dashboards, and report building all under one simple login.
All of those features you say? All of the research and the reporting in one place? Perfect.
Or is it?
Even if you are implementing effective strategies and are able to achieve exciting results, the average client may not fully understand and appreciate your work without a proper report. That’s why you don’t want to skimp on the presentation of data to your client.
While reporting is often one of multiple features included in a larger toolset, the all-in-one tool may not provide the best possible solution for one of your agency’s most important activities: communicating results to clients.
An all-in-one solution sounds good in theory, and many of them are excellent. But a juggernaut of digital data may not deliver on all expectations. There are benefits to using separate tools for research and reporting. In this article, we’ll cover some of the advantages of using a standalone platform that’s dedicated to reporting.

 

Reporting Tool

 

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